Measuring the mobile audienceThe Coalition for Innovative Media Measurement is planning a broad study of how Americans are consuming media, including via mobile devices. Apple's iPhone could play a key role in the study, using a special application that regularly prompts participants to share what they had been listening to or watching. "When you go from a single-media world to a multimedia world, then all the media-measurement techniques have to change" says Jane Clark, managing director of CIMM. The Wall Street Journal (tiered subscription model)
(7/26)

Why marketers should make their home pages usefulFrito-Lay is among the major marketers that are breathing new life into the tired concept of the brand home page by taking a content-driven approach featuring dietary and other "consumer-lifestyle" information.
"I'm amazed that some of the biggest brands are still using their home pages as if they were advertising billboards," said Web marketing expert and author Gerry McGovern. "That approach simply doesn't work [anymore] and it's one reason people are avoiding home pages. A home page should be useful -- if you want it to be used." Adweek
(7/26)

Putting Premium into Programmatic Video AdvertisingAttract the world's most premium demand from brands, advertisers, and trade desks by connecting to the top DSPs in the industry. Become part of the Teads Marketplace and start using ad formats that are built for today's programmatic world. Learn more

ADVERTISEMENT

Company Watch

Sources: Disney is trying to acquire maker of casual gamesWalt Disney reportedly is negotiating to acquire Playdom, one of the major players in the casual-gaming segment for Facebook and other social networks.
The two sides are said to be far off on price, with figures being mentioned as high as $750 million and as low as $400 million. Disney has sought to increase its casual-game presence by acquiring iPhone developer Tapulous this month and virtual world Club Penguin in 2007. Los Angeles Times
(7/26)

NBCU ad network to reach close to 60 million usersNBCU has launched Universal Audience Platform, an online ad network representing the company's own sites, including USANetwork.com, Bravotv.com and Telemundo.com. It will reach almost 60 million unique users, and display inventory will be sold on an audience basis. Mediaweek
(7/26)

Why Platform Matters When Choosing an ERP SystemIn order to survive, grow, and compete in the digital age, organizations need an ERP that is highly flexible and able to adapt. So, what are the tough platform questions you should ask yourself when shopping for an ERP? Download the report to find out!

ADVERTISEMENT

Agency News

Traditional agencies shine onlineThe recent digital "The Man Your Man Could Smell Like" effort for Old Spice is interesting not only because of its success but also because its comes from a traditional agency Wieden + Kennedy and not a digital shop. As digital campaigns become more about storytelling and less about the high-tech experience, it is traditional agencies that are writing their share of the success stories. Adweek
(7/26)

WPP Group aims to build winning team for MazdaWPP Group is using a cross-agency approach dubbed Team Mazda to handle its account for the automaker's North American division. Team Mazda will debut in October with 100 employees representing all aspects of traditional marketing and new media, as well as planning, PR and analytics. Adweek
(7/26)

Marketer News

Hotels check into social mediaWhile many in the hotel industry understand how important social media can be to their marketing efforts, few have a dedicated strategy for tapping into online chatter, according to this article. One exception is The Roger Smith Hotel in New York, which has a director of social hospitality. ClickZ
(7/26)

Blip.tv is working on content-bearing pre-roll video adsNew York-based Blip.tv is developing a new type of pre-roll video ad that allows viewers to download content to specific devices, such as a video game consoles. According to this report, "as TVs [become] increasingly web-connected and loaded with apps, not to mention increasingly wired appliances at home, it opens doors for advertisers to provide different offers and services for consumers." Advertising Age (tiered subscription model)
(7/26)

Hot Topics

Top five news stories selected by IAB SmartBrief readers in the past week.

Do your e-mails have the right tone?Worried that your e-mails sometimes convey the wrong message? ToneCheck, a program that plugs into Microsoft Outlook, checks the tone of your messages and lets you know whether the missive might be too negative -- or even too positive. ABC News
(7/23)

Take IAB classes anywhere with new on-demand trainingIAB's on-demand courses give you the freedom to develop your skills anytime, anywhere. We recorded 11 of our most popular live seminars and edited these videos into 15 to 20 minute modules suitable for consumption on the Web. Each class counts toward the IAB Certificate in Interactive Advertising. With 11 courses priced at only $95 each, it's one of the most affordable and convenient ways to advance your career. Current offerings include: Success in Social Media, Present Like a Pro, Ad Effectiveness 101, Mobile Advertising, Metrics 101 and more. Find out more at www.iab.net/professional_development.